As global tourism leaders gather in Kenya to mark Tourism Resilience Day, Iran’s private-sector tourism industry issues an urgent appeal to WTTC. Facing sanctions, connectivity disruptions, and collapsing markets, Iran’s tourism professionals warn that, for them, resilience now means survival, not growth.
On February 17, the global tourism community pauses to reflect on the meaning of resilience amid growing geopolitical tensions, economic volatility, and worldwide uncertainty.
This year’s Tourism Resilience Day is being observed in Nairobi, at the Kenyatta International Convention Centre (KICC), under the theme:
“Tourism Resilience in Action: From Crisis Response to Impactful Transformation.”
The observance is led by the Global Tourism Resilience and Crisis Management Centre (GTRCMC), which has become a focal point for global dialogue on crisis preparedness and recovery in tourism.
Jamaica’s Global Leadership on Tourism Resilience
The concept of tourism resilience was formally introduced four years ago by Edmund Bartlett, Minister of Tourism for Jamaica. Since then, Jamaica has emerged as a global model for how destinations can recover, adapt, and lead after major disruptions.
Minister Bartlett is in Nairobi to commemorate the day, reinforcing Jamaica’s continued leadership in shaping international tourism policy focused on crisis management, sustainability, and long-term transformation.
On March 2, 2026, the World Tourism Network will host its first Networking Dinner on the eve of ITB Berlin at Alpha House. In partnership with the International Institute for Peace Through Tourism, African Tourism Board, and eTurboNews, this relaxed, high-level evening features curated dining, German beer and wine, and global tourism leaders.
Be part of this exclusive experience—spaces are limited. Register here and now.
Still need tickets for ITB Berlin? Click here.
Resilience Is Not the Same for Everyone
While some destinations demonstrate resilience through recovery and growth, others are fighting simply to survive.
One such country is Iran, where tourism professionals are facing one of the most challenging periods in the industry’s modern history.
Although not physically present in Nairobi, the private-sector voice of Iran’s tourism industry is being heard through Shahrzad Moayeri, Director of International Relations at the Association of Air Transport and Travel Agencies of Iran (AATTAI). Moayeri is also a member of the World Tourism Network (WTN) and participates in its Iran discussion group.
Despite what she describes as a “close to hopeless situation,” Moayeri continues to advocate for Iran’s tourism professionals, urging the global private sector not to forget the people behind the crisis.
An Open Letter to WTTC Leadership
In an open letter addressed to Gloria Guevara, President and CEO of the World Travel & Tourism Council (WTTC)—and shared with global tourism leaders—Moayeri outlined the unprecedented challenges facing both inbound and outbound tourism in Iran.
According to the letter, Iran’s travel sector is being impacted by a convergence of crises, including:
- Regional geopolitical tensions and internal instability
- Sanctions, banking restrictions, and extreme currency volatility
- Repeated internet disruptions and power blackouts
- Severe limitations on digital connectivity and international communications
Inbound tourism has virtually collapsed. Major source markets such as the United States, Europe, Japan, South Korea, and China have nearly disappeared. Cooperation with international tour operators, airlines, and insurers has been drastically reduced, and Iran is widely perceived as a high-risk destination—despite its extraordinary cultural and historical heritage.
Outbound tourism has also been severely affected. Iranian travel agencies face the absence of international payment systems, restricted access to global booking platforms, visa complications, and unreliable internet access, making basic operations increasingly difficult.
“For an industry fundamentally dependent on trust, accessibility, financial connectivity, and digital infrastructure, these obstacles are existential,” Moayeri wrote.
“Today, Iran’s tourism sector is not actively developing—it is merely surviving.”
She warned that many experienced professionals and long-established companies now face permanent exit from the industry.
A Call for Visibility, Dialogue, and Inclusion
Moayeri emphasized tourism’s historic role as a bridge between cultures and a force for peace and mutual understanding. She respectfully called on WTTC to include Iran’s tourism crisis within its crisis monitoring and reporting frameworks, arguing that greater visibility could help highlight the real impact on businesses, employment, and regional connectivity.
Her message is not one of despair, but of resilience rooted in perseverance.
As global tourism leaders gather in Nairobi to celebrate resilience, Iran’s private-sector tourism professionals stand as a powerful reminder that resilience is not always about recovery and growth. Sometimes, it is about endurance, advocacy, and refusing to be forgotten.
Even in the most difficult circumstances, tourism remains determined to survive.
Tourism Resilience in Action: Jamaica Leads, Iran’s Tourism Industry Struggles to Survive, and is hosted in Kenya.
